Using modern models of marketing communication strategies to attract potential consumers in the tourism sector

Abstract

The purpose of the article is to study modern models of formation of marketing communication strategies using SOSTAC, RACE and AIDA and the concept of Place Branding, on the basis of which the value of the methodology of an effective, integrated marketing communication system is substantiated, which raises awareness of a tourist destination, stimulates tourist demand, and promotes the preservation and popularization of the cultural heritage of the region. To achieve this goal, the following methods were used: an analysis of literary sources was carried out, on the basis of which it was determined that the use of traditional approaches to the formation of marketing communication strategies does not allow to effectively attract potential consumers of tourism services, given the trends and prospects for the development of the tourism sector in Ukraine. The relevance of researching effective ways to establish communications with potential consumers of tourism services is substantiated. The components of the SOSTAC, RACE and AIDA models and the concept of place branding are characterized, the relationships between their elements are summarized, and the tasks that these marketing planning tools solve in strategy formation are identified. The result of the application of these methods, in particular the SOSTAC model, is the development of a structure for the formation of marketing communications on the example of a tourist attraction. Based on the study, a matrix of integrated use of SOSTAC, RACE and AIDA and the concept of place branding is proposed. It is summarized that this matrix takes into account both traditional approaches to marketing positioning and modern ones, which are focused on creating a value proposition for the consumer. The advantages and warnings of using this approach are identified, and the controversial issues of such integration are discussed. Based on the results of the study, it is concluded that the integration of modern models of forming marketing communication strategies contributes to the holistic, flexible and sustainable development of effective communications with potential consumers of tourism services, but requires a deep analysis and understanding of both trends in the tourism market and the behavior of its potential consumers.